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Have you ever wondered about your customer’s emotional response to your company and marketing services? Your customer's emotional state of engagement with your company’s marketing services reveals a lot more than you realize about your organization, its competitive advantage and its ability to grow profitably.

Many company's marketing services focus all their attention on acquiring new customers when for most businesses, acquiring a new customer costs 7 to 10 times more than retaining the existing ones.

A useful first step to understanding how best to retain your customers is to learn about the level of engagement they feel with your company and marketing services. More specifically, what is the emotional bond that your customers have with your company? Arguably, no one has done more customer and market research than the Gallup Organization. Most recognize Gallup for their political polls and opinion surveys. However, Gallup performs a substantial amount of research on a contract basis for Fortune 1000 companies seeking to learn more about their customers and employees.

A recent book release by two Gallup researchers sheds an interesting light on what the authors call "Customer Engagement". The book is called Follow This Path and the authors are Curt Coffman and Gabriel Gonzales Molina, Ph.D. What the Gallup researchers have discovered effects any marketing services can serve as a benchmarking method that, when coupled with a marketing services strategic approach, can make major improvements in a company's ability to increase customer loyalty.

During our professional and private lives, we have all had experience in the roles of both customer and marketing services of customers. What Gallup figured out is that there are four specific states of mind that a customer evolves through relevant to their relationship with a company or brand. These levels are sequential and cannot be skipped.

In other words, each level has to achieve a solid foundation before the next level can be achieved. These four progressive, emotional states have everything to do with the company brand. Companies would be smart to gain insight on what states various customer groups are in and what efforts might be needed to move more customers down the path to the most loyal and passionate state.

Coffman and Molina identified the four states of mind as Confidence, Integrity, Pride and Passion. They established two question-type indicators for each of these states. The first customer state is Confidence. The identifying questions for Confidence are:

"[Brand] is a name I can always trust."

"[Brand] always delivers on what they promise""

For a customer to start an engagement with a company they must trust the marketing services company to consistently deliver what they expect. Trust is an emotional state that is built-up, reinforced or torn-down with every experience the customer has with the marketing services company, whether on the phone, in-person, with the service department or marketing services online.